In an effort to test the results of advertising in its print and online products, Philadelphia Media Holdings created and ran ads on Friday for a fictitious airline.

According to The Inquirer, the full and partial page ads for Derrie-Air appeared 21 times in sections of The Inquirer, 15 times in the Daily News and on the Philly.com homepage.

The ads, which promoted Derrie-Air as an environmentally friendly airline that charges fares based on a passenger's weight, did not carry a disclaimer but did direct people to a website that came clean with the truth.

Jay Devine, spokesman for Philadelphia Media Holdings, said early results showed a "clickthrough" rate for the online ads of 1.25 percent, compared with a national clickthrough average of 0.05 percent."

Devine claims that in addition to research, the ads were designed to stimulate conversation about environmental issues and "to put a smile on people's faces."